UK Consumer Insights 2008: Debenhams - Clothing

TABLE OF CONTENTS
CHAPTER 1 AT A GLANCE SUMMARY 9
Summary 9
CHAPTER 2 SHARE OF SHOPPERS 10
Debenhams share of shoppers 10
Debenhams share of shoppers by demographics 12
Debenhams share of shoppers by television region 13
Debenhams share of shoppers by household characteristics 14
Debenhams share of shoppers by other characteristics and ACORN classification 18
CHAPTER 3 CONVERSION AND NON-CONVERSION 21
Debenhams conversion of visitors to main users 21
Debenhams conversion of visitors to main users by demographics and region 23
Debenhams conversion of visitors to main users by household characteristics 25
Non-converting customers 29
Profile of Debenhams non-converting customers by demographics and region 31
CHAPTER 4 PROFILE OF SHOPPERS 33
Debenhams profile of shoppers by demographics 33
Debenhams profile of shoppers by television region 35
Debenhams profile of shoppers by household characteristics 37
Debenhams profile of shoppers by other characteristics and ACORN classification 41
CHAPTER 5 LOYALTY 44
Debenhams loyalty of main users 44
Debenhams loyalty of main users by demographics and region 46
Debenhams loyalty of main users by household characteristics 48
Debenhams basic drivers of loyalty and disloyalty 52
Debenhams detailed drivers of loyalty 53
CHAPTER 6 COMPETITION 55
Competition in Clothing 55
Cross sector competitor dynamics 56
CHAPTER 7 APPENDIX 58
Basic methodology 58
The selection of parliamentary constituencies 60
Metropolitan county 60
Other 100% urban 60
Mixed urban/rural 60
Rural 61
The selection of enumeration districts 61
The selection of respondents 62
Post survey weighting 62

LIST OF TABLES
Table 1: Key performance indicators for Debenhams in Clothing 9
Table 2: Debenhams change in visitor share (%) 2004-2008 10
Table 3: Debenhams change in main user share (%) 2004-2008 11
Table 4: Debenhams visitor and main user share by ACORN classification 2008 18
Table 5: Debenhams change in conversion rates 2004-2008 21
Table 6: Debenhams change in non-conversion rates (%) 2004-2008 22
Table 7: Main stores non-converters use instead of Debenhams 2008 29
Table 8: Debenhams visitor and main user profile by ACORN classification 2008 41
Table 9: Debenhams change in loyalty (%) 2004-2008 44
Table 10: Debenhams change in disloyalty 2004-2008 45
Table 11: Debenhams drivers of loyalty (%) 2004-2008 52
Table 12: Debenhams drivers of disloyalty (%) 2004-2008 52
Table 13: Debenhams detailed drivers of loyalty 2008 53
Table 14: Cross sector matrix shopping 2008 56
Table 15: Other retailers used 2008 57
Table 16: Sample sizes by sector 2008 59

LIST OF FIGURES
Figure 1: Debenhams visitor share 2004-2008 10
Figure 2: Debenhams main user share 2004-2008 11
Figure 3: Debenhams visitor share by demographic group 2008 12
Figure 4: Debenhams main user share by demographic group 2008 12
Figure 5: Debenhams visitor share by television region 2008 13
Figure 6: Debenhams main user share by television region 2008 13
Figure 7: Debenhams visitor and main user share by household tenure 2008 14
Figure 8: Debenhams visitor and main user share by number of people in household 2008 15
Figure 9: Debenhams visitor and main user share by children in household 2008 16
Figure 10: Debenhams visitor and main user share by number of cars in household 2008 17
Figure 11: Debenhams visitor and main user share by working status 2008 19
Figure 12: Debenhams visitor and main user share by marital status 2008 20
Figure 13: Debenhams conversion rates 2004-2008 21
Figure 14: Debenhams non-conversion rates 2004-2008 22
Figure 15: Debenhams conversion rates by demographic group 2008 23
Figure 16: Debenhams conversion rates by region 2008 24
Figure 17: Debenhams conversion rates by household tenure 2008 25
Figure 18: Debenhams conversion rates by number of people in household 2008 26
Figure 19: Debenhams conversion rates by children in household 2008 27
Figure 20: Debenhams conversion rates by number of cars in household 2008 28
Figure 21: Debenhams non-conversion rates 2004-2008 29
Figure 22: Debenhams non-conversion rates by demographic group 2008 30
Figure 23: Demographic profile of non-converting Debenhams visitors 2008 31
Figure 24: Regional profile of non-converting Debenhams visitors 2008 32
Figure 25: Debenhams visitor profile by demographic group 2008 33
Figure 26: Debenhams main user profile by demographic group 2008 34
Figure 27: Debenhams visitor profile by television region 2008 35
Figure 28: Debenhams main user profile by region 2008 36
Figure 29: Debenhams visitor and main user profile by household tenure 2008 37
Figure 30: Debenhams visitor and main user profile by number of people in household 2008 38
Figure 31: Debenhams and main user profile by children in household 2008 39
Figure 32: Debenhams visitor and main user profile by number of cars in household 2008 40
Figure 33: Debenhams visitor and main user profile by working status 2008 42
Figure 34: Debenhams visitor and main user profile by marital status 2008 43
Figure 35: Debenhams loyalty 2004-2008 44
Figure 36: Debenhams disloyalty 2004-2008 45
Figure 37: Debenhams loyalty by demographics 2008 46
Figure 38: Debenhams loyalty by region 2008 47
Figure 39: Debenhams loyalty by household tenure 2008 48
Figure 40: Debenhams loyalty by number of people in household 2008 49
Figure 41: Debenhams loyalty by children in household 2008 50
Figure 42: Debenhams loyalty by number of cars in household 2008 51
Figure 43: Debenhams � other Clothing stores used 2008 55
Figure 44: Preference stores 2008 56
Figure 45: Sectors shopped 2008 57